When I started working with Houseplant Marketplace, I saw an opportunity to build more than product or a brand—I was creating an interconnected ecosystem. Houseplant is a platform designed to bring plant sellers and buyers together, making it easier for plant enthusiasts to find exactly what they’re looking for while giving local sellers the tools they need to succeed in a growing market.
Houseplant approached me with a clear vision: to create a marketplace for plants in Australia that would feel as welcoming and accessible as it is innovative. My role was comprehensive, involving art direction, brand development, platform design, and communications strategy. I was tasked with crafting everything from the visual identity to how the platform engages its audience on both the supply and demand sides.
At the heart of the platform is the logo—a swirl within a circle that represents both the canopy of a tree and the top-down view of a potted plant. It’s a versatile symbol, tying together the natural world with the digital marketplace we were building. This visual foundation informed the rest of the brand’s design: simple, clean, and rooted in organic shapes and tones.
On the buyer side, the marketplace was built to feel intuitive and inspiring, showcasing plants and architecture in a way that feels more like discovering art than browsing a fashion magazine or catalogue. I implemented interactive features, such as the Plant Match Personality Test, which acts both as a fun engagement tool and a way to collect first-party data for personalised recommendations. These are the kinds of tactics that don’t just drive engagement—they’re foundational for long-term loyalty.
Costumer-facing store
Iconography
To attract plant sellers (the supply side), I developed a landing page that speaks directly to their needs. The page highlights tools for success, like custom storefronts, marketing support, and access to a growing community of plant buyers. The design and messaging were created to establish trust quickly and give sellers the confidence to join the platform.
Simple B2B-facing Meta ads sequence
B2B (Supplier-focused) sales landing page
Australia’s indoor plant market is thriving, with sustained growth driven by lifestyle trends in sustainable living and home decor. Leveraging this insight, I worked with Houseplant to position the platform as a scalable solution for local sellers who want to compete in this expanding market but lack the resources to stand out online. By offering these businesses tools like enhanced visibility, social media templates, and professional photography, we gave them what they need to flourish in a competitive space.
Social Media Posts are engaging and fun. Not only salesy.
Stickers kit
What sets this project apart is its cohesion. Every touchpoint was designed to feel interconnected, from the seller recruitment emails to the packaging that arrives at a buyer’s doorstep. Some of the standout elements include:
Social Media: I created a strategy that blends inspiration with education, using witty and approachable content to engage both plant beginners and enthusiasts.
Packaging: Inserts were designed to reinforce the brand identity while encouraging repeat purchases and community engagement.
Creative Initiatives: The Plant Match Personality Test, which I developed as part of the acquisition strategy, has been particularly effective at engaging new buyers while also serving as a lead-generation tool.
Real-life plants inspired characters
Reducing Costs, Not Creativity: Experimenting with Generative AI
As part of the Houseplant Marketplace project, with the clients consent, I have utilised Generative AI tools into the creative process to address a common challenge: producing high-quality, engaging imagery at a low cost. For a platform focused on plants and aesthetics, the visual aspect had to be striking, but with limited budgets for extensive photoshoots, I turned to AI.
Using generative AI, I experimented with creating lifelike images of plants, styled setups for "Shop the Look" sections, and even placeholders for social media campaigns. The results were not only cost-effective but also exceeded expectations in quality and realism. This approach allowed me to test concepts quickly, iterate on designs, and deliver imagery that surprised and impressed many stakeholders.
The key was to use AI as an enhancement, not a replacement, ensuring that the generated visuals still aligned with the brand’s tone and feel. This experiment demonstrated how modern tools can be leveraged to complement traditional production methods, bridging the gap between creativity and practicality. The success of these visuals opened the door to future conversations about using AI to scale content creation efficiently.
The success of Houseplant lies in its ability to connect the dots between sellers and buyers. Sellers get access to an audience that’s passionate and niche, while buyers discover plants in a way that feels personal and curated. The platform isn’t just a marketplace; it’s a community, and every element—from the onboarding process to the social campaigns—reflects that.
Client: Houseplant
Digital Business Consulting: Berto Macario
Branding: Berto Macario
Creative Direction: Berto Macario
UX: Berto Macario
Design & Art Direction: Berto Macario
Copywriting: Berto Macario
Digital Business Consulting: Berto Macario
Branding: Berto Macario
Creative Direction: Berto Macario
UX: Berto Macario
Design & Art Direction: Berto Macario
Copywriting: Berto Macario
